In South Korea, KAIST researchers become faces of the Grabity brand
In South Korea, KAIST researchers who worked on technology for the Grabity shampoo brand are taking part in its advertising campaigns and are featured on product packaging. Alongside KAIST chemistry professor and Polyphenol Factory startup founder Lee Hae-shin, researchers Yang Han-yol, Kim Eun-woo and Joo Helen have become the faces of the brand, reports The Korea Herald.
Polyphenol Factory was founded in 2023 as a KAIST startup. The company employs about 30 people, around one-third of whom are scientists. Senior researcher Yang Han-yol said that participating in advertising is a new experience for him, although combining this role with an academic career can be difficult.
A bet on scientists
The company said involving its own researchers in advertising aligns with the brand's science-focused approach. Marketing director Yi Mi-jin said hiring a celebrity can cost more than 1 billion won, or about $743,000. According to her, such expenses ultimately affect product prices, so the company prefers to direct funds toward research and product development.
The polyphenol-based Grabity shampoo entered the market in April 2024. According to the publication, its effectiveness in reducing hair loss has been clinically demonstrated. Product sales amounted to 30 billion won in 2025, while cumulative production exceeded 2.7 million bottles by the end of July.
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Polyphenol Factory is expanding sales in the United States and Japan through Amazon, Qoo10 and Rakuten. The company is also entering the European market through French retailer Printemps and expanding its presence in Singapore and Taiwan.
Developments using polyphenols
The team works with polyphenols, natural compounds that have, among other things, adhesive and color-changing properties. Lee Hae-shin encourages researchers to study unexpected experimental results rather than considering them failures.
In particular, the startup plans to launch a shampoo for faster hair drying in November. In laboratory tests, it reduced the drying time for hair below the shoulders from about seven to four and a half minutes. Researchers are also studying a fire-resistant polyphenol glue and a protective hair coating that could potentially allow perming and coloring at the same time.
